Skip to main content
Search
Search Jobs

colleagues smiling

Digital Marketing & eCommerce Manager

London, United Kingdom

Contract Type Permanent
Career Level Experienced Professional
Functions Marketing
Salary Range Competitive salary
glassdoor logo
tomorrow can't wait logo
Why Marketing? Overview

Why Marketing?

We are impactful storytellers who push boundaries and find innovative ways to connect and interact with our customers. We sell our brands in more than 150 markets worldwide, many of which are strictly regulated. At the same time, the rise of Smokeless Products means we're operating in a rapidly shifting landscape and its these factors that present the type of challenges we thrive on. We use emerging technologies and complex data to drive innovation. From brand and strategy through e-commerce to trade marketing.

Top employee 2025 logo

Why BAT?

At BAT, we’re committed to more than just jobs, we’re dedicated to purposeful careers - It's one of the many reasons we have been named as a Global Top Employer for the eighth consecutive year.

We believe that Leadership shouldn’t be confined to titles. It’s a mindset and through our leading Learning and Development programmes, you’ll continuously develop your skills and experience. With our unwavering support, you’ll work in cross functional teams connecting with industry leaders and expanding your professional network.

Join us at BAT, where purpose meets possibility, and your career story unfolds.

A Better Tomorrow

Building a Smokeless World is no small feat—it’s fueled by the collective efforts of talented individuals, each bringing their unique perspective. This is the most innovative chapter in BAT’s history, and you can help shape it.

Strategy and Purpose Brand and Innovation

Digital Marketing & eCommerce Manager

.

BAT is evolving at pace into a global multi-category business. With products like VELO, VUSE and GLO we are on a mission to decrease the health impact of our industry

To achieve our ambition, we are looking for colleagues who are ready to Be The Change. Come, join us on this journey!

British American Tobaccohas an exciting opportunity for a Digital Marketing & eCommerce Manager in London, UK.

We are looking for a data-driven, creative and results-oriented Digital Marketing & eCommerce Manager to lead and execute Digital Marketing & Commerce initiatives across Omnichannel.This role is crucial for driving Brand awareness, consumer acquisition, sales growth, user engagement, and consumer retentions through omnichannel platforms – effectively and efficiently. This position offers the opportunity to lead a team and significantly contribute towards the company’s growth and successes.

Please note that this is not an actual opening, but a chance for us to reach out and to engage with talented future individuals, If you are interested, please apply and we will contact you should an opportunity suited to your capabilities arise.

ROLE SUMMARY

STRATEGY & PLANNING

  • Collaborate with wider Consumer Experience teams to translate business/ marketing objectives into Digital & Omnichannel priorities and plans, with sole focus of driving continuous growth in brand and product awareness, revenue, and share of market in the categories
  • Responsible for co-creation of business brief with clear business and activation KPIs, end to end delivery of Digital initiatives required to support BAU activation campaigns and always-on, and the construct and manage timelines and milestones, with identification of critical dependencies.
  • Develop and manage digital marketing & commerce strategies aligned with business agenda and activation plans.
  • Across initiatives, have a DROI/ MROI mindset and practice for always-on and campaign initiatives. Use data, made available by various tools/ partners, to draw insights to help identify and deliver opportunities for improvements – effectively and efficiently. Track, identify trends, dissect insights, make recommendations and optimize performance vs targets across all content and media touchpoints. Driving performance towards targets.

BUDGET PLANNING & MANAGEMENT

  • Plan, track and report on Digital budgets.

CAMPAIGN EXECUTION

  • Lead end-to-end planning and deployment of Digital & eCommerce campaigns or initiatives required to support and drive the category businesses and brand building programs, campaigns and always-on. This can include Paid Media (Display, programmatic, OOH, Paid Search), SEO, Social Media, Email, Retail Media, Brand code overhaul on websites and CRM, trial programs, loyalty programs, etc.
  • Manage the day-to-day operations of campaigns and optimize for ROAS, ROI and key business KPIs.

CONTENT & CHANNEL MANAGEMENT

  • Oversee website and/ or landing page performance, content updates, CRO, and UIUX improvements.
  • Develop and manage content calendars and syndication across omnichannel activation points. Ensure consistency of messaging and at the same time, cater for personalization based on target audience segmentation. This can include content on Social Media, website, email, etc.
  • Oversee search marketing activities, ensuring strong brand visibility on key search engines.

ECOMMERCE MANAGEMENT

  • Manage the brand’s ecommerce, ensuring optimal user experience, product presentation and check-out performance.
  • Coordinate product listings, pricing updates, inventory checks and promotional campaigns.
  • Optimize conversion rates and AOV through UIUX enhancements, CRO and personalization tactics.

CRM & CONSUMER JOURNEY MANAGEMENT

  • Manage email marketing, consumer engagement and retention strategies, including automation flows, segmentation and personalization.
  • Support consumer acquisition and lifecycle management to improve engagement and LTV.

PERFORMANCE TRACKING & MANAGEMENT

  • Oversee the performance tracking operations, ensuring that all media and campaign journeys are tagged and trackable for performance oversight and optimization.
  • Using tools like GA4, AA, Shopify Analytics, SFMC, Qualtrics, etc, to design and setup reports to enable dynamic performance reporting of campaigns and optimize for key business KPIs.
  • Provide actionable insights and recommendations for continuous improvements and steer target achievement. Oversee the deployment of actions.

AGENCY MANAGEMENT

  • Manage multiple agency relationships – UIUX, CRO, SEO, Paid Media, Creative, SoMe.

What are we looking for:

  • Proven experience in Digital Marketing, Digital Activation, and eCommerce roles
  • Experience in managing small to mid-sized teams, Agency partnerships & internal stakeholders’ relationships.
  • Demonstratable experiences in end-to-end digital commerce always-on and campaign activation, i.e. from planning, production, testing, deployment, performance management and optimization Past experience from FMCG or CPG is preferred.
  • A good understanding and working knowledge of Omnichannel marketing and commerce ecosystem in a business context, and how various offline & online touchpoints integrate/ synergize to deliver best consumer experience to achieve business outcomes..
  • Comfortable with digital and consumer operational performance data; can present data, communicate insights and recommendations in a simplified manner that is easily understood by stakeholders outside of Digital function.
  • Experience in Digital enablement, delivery and operations.
  • Strong project management skills in Digital Marketing & eCommerce.
  • Hands-on experience working in cross-functional and multi-disciplinary team setups.
  • Hands-on experience in Digital Marketing & eCommerce Performance management tools such as Adobe suites, HootSuite, LookerStudio, Google Marketing Platform, Google Search Console, PowerBI, etc.
  • Is passionate about all things Digital Marketing, Social, Media (paid/ own/ earn), eCommerce, Retention & Analytics.

Technical / Functional / Leadership Skills Required

  • Good commercial acumen sense to link deployment enablement with business delivery.
  • Strong working knowledge of audience targeting, segmentation and personalization across Digital touchpoints (e.g. CRM paid media, etc).
  • Savvy presentation skills. Skilled in taking complex details and converting them into a clear and engaging narrative to articulate to all stakeholders, internal and external.
  • Strong project management and organization skills to manage multiple campaigns, projects, and data points simultaneously without overlooking critical details. Comfortable with planning, prioritizing, executing and optimizing.
  • Consumer focus coupled with empathy. Have deep understanding of consumer needs and committed to providing best experience and excellent service.
  • A well-rounded and high energy team player, experienced in flexing style accordingly to business scenarios and people seniority. Not one to shy away from engaging with relevant stakeholders to influence, discuss and align on business topics to drive progression and resolution.
  • Excellent communicator in English, both verbal and written. Well versed in business & data storytelling.
  • Analytical thinker and innovative problem solver. When in face with a challenge, proactively come with alternative solutions to overcome issues/ problems.
  • Have good working knowledge of all of the below:
    • Media Brand Safety: IAS, DoubleVerify
    • Digital MarTech stack, such as AEM, Magento, Shopify+, etc.
    • Social Media Management: HootSuit, TalkWalker, Instagram
    • CRM & Consumer Care MarTech stack, such as CRM: SFMC and SFSC.
    • Surveys: Qualtrics, Medallia, etc.
    • Ratings & Reviews: Trust Pilot, BazaarVoice, etc.
    • Highly proficient in Microsoft PowerPoint, Excel and Word.

Education / Qualifications / Certifications Required

  • University degree. Preferably, major in Digital Marketing and eCommerce.
  • Preferably, have certifications in the tools mentioned above.

What we offer you?

  • We offer a market leading annual performance bonus (subject to eligibility)
  • Our range of benefits varies by country and includes diverse health plans, initiatives for work-life balance, transportation support, and a flexible holiday plan with additional incentives
  • Your journey with us isn't limited by boundaries; it's propelled by your aspirations. Join us at BAT and become a part of an environment that thrives on internal advancement, where your career progression isn't just a statement – it's a reality we're eager to build together. Seize the opportunity and own your development; your next chapter starts here.
  • You'll have access to online learning platforms and personalized growth programs to nurture your leadership skills
  • We prioritise continuous improvement within a transformative environment, preparing for ongoing changes

WHY JOIN BAT?

We’re one of the few companies named as a Global Top Employer by the Top Employers Institute – certified in offering excellent employee conditions.

At BAT, we champion collaboration, inclusion, and partnership as the bedrock of our values. We wish to foster an environment where every individual can thrive, irrespective of factors such as gender, sexual orientation, marital or civil partnership status, gender reassignment, race, religion or belief, colour, nationality, ethnic or national origin, disability, age, skills, experience, education, socio-economic and professional background, as well as diverse perspectives and thinking styles. We recognise that our strength lies in embracing talent from all walks of life, empowering us to develop our culture of inclusivity and better achieve our business objectives.

We view career breaks not as obstacles but as opportunities and encourage everyone, without hesitation, to apply. Through our Global Returners program, we provide support to professionals seeking to re-enter the workforce after an extended absence, be it for family care, parental leave, national service, sabbatical, or starting their own venture.

Come bring your difference and see what is possible for you at BAT. Learn more about our culture and our award winning employee experiencehere.

We take pride in being a Disability Confident Employer. If you need any reasonable adjustments or accommodations to be made during the recruitment process to support you performing at your best, please inform the recruitment partner who will be in touch should your profile be selected for the role you applied for. We are wholeheartedly committed to optimising your prospects of success by making suitable arrangements so that you may showcase your full potential.

.

Apply Now

Values

At BAT, our values show us the way to bring our purpose to life. Serving as our compass, they navigate every aspect of our path towards A Better Tomorrow™ defining how we innovate, grow, and achieve success while setting high standards for individual achievement and collective progress. Rooted in integrity and collaboration, they empower us as pioneers of change in a world that never stands still ensuring we shape BAT's legacy with confidence and purpose.

We are bat pie chart
  • Truly inclusive
  • Do the right thing
  • Love for our consumer
  • Passion to win
  • Empowered through trust
  • Stronger together
Section 15 Placeholder Image

Take Control of Your Future with BAT

At BAT, we’re committed to more than just jobs, we’re dedicated to purposeful careers.

We believe that everyone has a place in our organisation. Whether you are seeking mentorship, diversifying your experience through international assignments or embracing innovative work methods, we’re here to propel your career aspirations and unleash your full potential.

We believe in you.
Join us at BAT, where purpose meets possibility, and your career story unfolds.

Employee Image

“A fast pace and an international environment are what I love about working here. You get the chance to rotate within functions - and I've brought my passion for sustainability to Omni-Channel Deployment where I deliver a seamless consumer experience by ensuring unified deployments across all touchpoints, including E&E, Retail, and Digital platforms.”

Benefits

At our core, we understand your best work happens when you feel fully supported. Our meticulously
designed reward and benefits package are shaped to acknowledge your contributions and to magnify
your impact. As you grow, so do we.

This section contain controls for the upcoming carousel.

Social Wellbeing

Wellbeing is better when it’s shared. Benefits that foster a sense of community and connection among employees. The more time we make to give back and share what it means to live well with the communities around us, the closer we’ll be to them. We encourage positive social interactions inside and outside BAT, enhance collaboration, and create a supportive work environment where employees feel valued and connected.

Emotional Wellbeing

Balancing work and life to help you recharge and stay resilient. Benefits and initiatives that are designed to bolster our employees' mental health. At BAT we're fostering a culture of to help our employees to better manage life’s pressures and build resilience, no matter what life throws your way.

Physical Wellbeing

Good health is the cornerstone that allows everything else in our lives to align. Benefits that support our employees' physical health, expand coverage where needed it and promote healthy lifestyles, reducing stress and boosting overall energy and productivity.

Financial Wellbeing

Peace of mind is priceless, but it shouldn’t cost the earth. Benefits and initiatives designed to assist you in achieving financial stability and security, empowering you to make well informed financial decisions, alleviate financial stress, and enhance your short and long-term prospects.

Personalised Jobs

You haven't viewed any jobs yet

You haven't saved any jobs yet.

Talent Community

Let's Stay in Touch

Make sure you see job opportunities when they become available. Just leave a few details below to stay up to date with jobs that suit you and your skills.

Interested InSearch by category, location or a combination of the two. Select the desired result and click "add". You can add as many search terms as desired.